Market segmentation is important in positioning the product and determining the target group for the product. In order to achieve the maximum result it is necessary to make a proper market segmentation. The paper will explain the types of market segmentation. Also a very important word have customers whose behavior affect the market. The paper will explain the relationship between market segmentation and consumer behavior. That work will show how much the role of consumers have until companies define the target group of its products. The company share a big market in small segments or segmentation divides the market into several different segments and different customer products. Customers may vary by age, income, education, location and preferences.